The competition in variety shows is becoming increasingly fierce, and Mango TV has made a new move. On July 13, in the "2024 Infinite Pet AI - Youth Mango Night and Dynamic Zone Mango Card Anniversary Music Festival", Mango TV's new member variety show label "Little Fun Variety" was officially released. In addition, the logo of "Little Fun Variety" has also appeared in Mango TV's two popular member variety shows "Panda Family" and "My Girl 2024".
As a member-customized variety show label, "Little Fun Variety" takes user needs as the starting point and "Fun" as the core, integrating entertainment, companionship and creativity. "Accompany everyone's dinner moment", "Focus on the circle culture of young people", and "Explore the extraordinary life of ordinary people" are the core creative concepts of Mango TV's "Little Fun Comprehensive". With the official announcement of the label, Mango TV released 11 "Little Fun Variety" variety shows at one time, which not only indicates a new upgrade in the creation of members-only content, but also marks another innovative exploration of Mango TV's business model in the field of variety shows.
In terms of content selection, "Little Fun Variety" is well versed in the way of toC (consumer-oriented) strategy, which is different from the traditional variety show model of attracting investment first and then starting, the payment model of "Little Fun Variety" users determines that it can start from social emotions and more closely fit the preferences and needs of fans. Judging by the list of programs announced. The topic of "Little Fun Comprehensive" takes "small" as the incision, not only around the companionship of existing users, but also deeply rooted in social emotions. For example, the upcoming Hengdian actors' survival and job search reality show "Little Breakthrough in Henglywood" takes the dream-chasing actors in Hengdian Film and Television City as the core of the narrative. In addition, there are also "Happy Adults" around Shen Yue and her circle of friends, "One in a Million" created by the Wanhe Tianyi team, a healing micro-comprehensive based on the friendship between Liu Haoran and Dong Zijian, and "Good Six Good Dramas" specially planned this summer, all of which are based on feedback and appeals from Mango TV members.
Similarly, the Little Fun Variety is also committed to creating a cultivated sense of companionship, represented by the "Nan Bo Wan Men's Group", the Little Fun Variety has extended a series of programs such as "Detective Academy", "Forest Evolution Theory", and "The Year-round Plan of the Academy", which creates a family-like atmosphere for the audience by showing the growth trajectory, deep interaction and sincere performance of the "Nan Bo Wan Men's Group". These small and beautiful topics not only meet the diversified viewing needs of different groups, but also provide creators with a broader imagination space and innovation possibilities.
In terms of operation mode, "Little Fun Comprehensive" pays more attention to user interaction and feedback, and pays attention to innovative interactive forms and update rhythms that are more in line with users' viewing habits. For example, the last episode of the first season of "Happy Adult" invited members to participate in the closing mini-concert, which not only satisfied the desire for interaction between the core audience of the program and the guests of the program, but also deepened the emotional connection between the audience and the program through real and natural interactive scenes, showing the uniqueness of member variety shows in terms of user service.
In terms of business model, "Little Fun Comprehensive" marks Mango TV's continued exploration in the field of membership payment. Based on the creation of high-quality member-only content, coupled with IP derivative products to open up the post-industry link, Mango TV not only enhances the stickiness and loyalty of users, but also further broadens the profit space of paid members, achieving a win-win situation between content and business. Recently, "Panda Family", jointly launched by Mango TV and China Giant Panda Conservation and Research Center, comes from the current trend of young people "cloud sucking cats". Users get a sense of healing from the giant panda and are looking forward to more popular science and interesting content about the panda. It is reported that the program's interaction index, performance index and actual feedback from the audience continue to have an impact on the subsequent creation and operation of the program. For example, after discovering that users were very interested in the process of raising pandas, Mango TV launched the Panda Channel, and added two slow live broadcasts of giant pandas such as Fubao every day, and viewers can also unlock more content through the "Cat Game". On the first day of launch, Fubao's first-view direct content release was unlocked, which increased the sense of belonging and participation of Mango users, and realized the deep link and resonance between the content and the audience. In terms of commercial realization, Xiaofun Zong also launched derivative products of panda peripherals + membership cards, which meets the audience's desire to have the same products of the show after "sucking cats", and diversifies the monetization methods of toC.
With the changes in the market environment and the increasing requirements of the audience for content quality, the variety show market has entered a new stage of product strength and refined operation. Mango TV launched "Little Fun Variety", a member-exclusive variety show label, which will provide the market with a more user-participatory Mango solution, and continue to promote the variety show sector to take the C-end as the essence to create more, newer and more user-friendly content.